3. Part I
• Why collect website data?
• Why choose Google Analytics?
• What do I do with all this data?
• What are the limitations of Google
Analytics?
10. Who is your audience?
Explore: Aimless but -Location and Language
-New or Returning Visitors
Enlightening -Visitor Loyalty and Trending
How do they find you?
-Direct Traffic
-Paid and Organic Search
-Referral Sites
How do they use your site?
-Highly viewed pages
-Landing & exit pages
-Navigation patterns
Are they doing what you want?
-Goal tracking
11. Answer Questions: Internal Investments:
-How effective is that new white-paper
Targeted but Reactive at driving leads?
-Are people watching our new video?
External Investments:
-What is the ROI on our spring display
campaign?
-How is our Yahoo campaign performing
compared to Google?
Opportunities:
-Are people searching for products we
don’t sell but should?
-Do we have enough European traffic to
justify a local sales team?